Influence Of Packaging On Consumer Purchase Behaviour

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ABSTRACT

This research is a very crucial study for the consumer goods manufactures. The study was motivated by the necessity to establish the influence of packaging on consumer purchase behaviour. A study of Paterson Zochoins (PZ) Enugu. The products that were sampled for the study include Omo, Joy soap, Imperial leather soap, premier soap, and other consumer goods produced by PZ. To solve the research problem, both primary and secondary data were collected. Tables, percentages and frequencies were used to analyze the data, while hypotheses were tested using chi-square. Data Analysis and interpretation gave rise to the following (i) that poor product patronages do not depend on poor packaging.

(ii) That a well developed product can as well give rise to dissatisfied customer because of poor packaging (iii) that good packaging makes firm to win larger market share.

(iv) That immediate purchase by consumer are in most cases triggered by attractive packaging. Based on this it was recommended that marketing strategies should be coordinated effectively to achieve efficiency. Again, that innovation would help improve their packaging more. And conclusively there is relationship between packaging consumer attitude.

TABLE OF CONTENTS

Title page

Approval page

Certification

Dedication

Acknowledgement

Abstract

Table of contents

CHAPTER ONE

1.1     Background of the study

1.2     Statement of the problems

1.3     Objectives of the study

1.4     Statement of hypotheses

1.5     Significance of the study

1.6     Scope of the study

1.7     Definition of terms

CHAPTER TWO

LITERATURE REVIEW

2.1     The concept of packaging

2.2     Types of packaging

2.3     Qualities/features of good packaging

2.4     Functions of good packaging

2.5     Issues to address when developing the packaging

2.6     Reasons for increasing popularity of packaging

2.7     The marketing implication of packaging

2.8     Packaging and colour influence

2.9     Contemporary trends in packaging

2.10 Criticisms against packaging

2.11 Overview of consumer behaviour

2.12 Influence of packaging on consumer purchase behaviour

2.13 Influence of packaging on consumers purchase of PZ products in Enugu metropolis

CHAPTER THREE

3.0  Research Methodology

3.1  Sources of data

3.2  Population of the study

3.3  Determination of sample size

3.4  Sampling techniques

3.5  Selection and construction of research instruments

3.6  Validation of research instruments

3.7   Administration of research instrument

3.8   Methods of data Analysis

3.9    Limitation of the study

CHAPTER FOUR

4.0  Data presentation Analysis and interpretation

4.1   Presentation and analysis of data

4.2  Testing of Hypotheses

CHAPTER FIVE

5.0  Summary of findings recommendation and conclusion

5.1  Summary of findings

5.2 Conclusion

5.3 Recommendations

References

Appendix I

Appendix II

Appendix III

CHAPTER ONE

1.1     BACKGROUND OF THE STUDY

The philosophy that marketing should begin and end with the customer is otherwise called marketing concept. The priority the marketing concept is the consumers. Professional marketers have over the years been engaged in finding ways to serve the customers better, the reason for the deliberate attempts at satisfying the customer or consumer continually is obvious. The goodwill or patronage of the customer is a valuable resource to marketers.

Marketing practitioners have propounded a number of theories and concepts in pursuance of the sole objective or satisfying customer need and wants at a profit. A number of empirical studies that have also been conducted over the years for the same purpose has attracted our interest on how packaging influences consumer purchase behaviour.

In recent times, packaging has become a potent marketing tool. Packaging has to do with designing and producing the container or wrapper for a product.

Kolter (1999:224) views packaging as actually that part of product planning and development which is the design of a products container or wrapper whose purpose is to protect the product physically to enhance the product’s value to the consumer and to stimulate sales through emotional appeals to consumers. Well designed package, is a sine qua non or indispensable for marketing success. An as such, making packaging as one of the numerous marketing tools that are seen as a powerful instrument.

As part from its protective, legal and Aesthetic value, it is arguable that an inferior product packaged in an attractive and Eye-catching packet stands the chance of being picked up, during purchase.

Packaging Account for up to 50% of the selling price of some products, such as cosmetics, soft Drinks, sachet water And bottled water. But packaging is much desirable because it adds to the value of a product. The appreciation of packaging in affluent societies (such as in the United States of America and Europe) much higher than those of poor Nations (such as Africa countries). Growing Affluence is now making consumers in Nigeria to demand improved packaging for the goods they buy.

1.1   STATEMENT OF PROBLEM

The study is out to evaluate the influence of packaging on consumers purchase behaviour. However, many problems impinge on effective marketing of a company’s product. One of these problems is inappropriate packaging or completely lack of packaging a product.

Therefore many products fail due to poor packaging, while others especially consumer products produced by PZ flourish and perform very well as a result of adequate packaging. Consequent upon the non-challant of most of these producers whose products failed, they have therefore, experience the following problem.

1. Their products are not accepted by consumers more frequently like they do to those produced by PZ due to poor packaging, thereby lowering their products ability to stimulate demand.
2. Consumer products manufactured by PZ protect contents effectively while those produced by ignorant firms leads to damages, pilferages and customer dissatisfaction.
3. That PZ is a market leader in cosmetics and other consumer products can as well be attributed to adequate packaging. Consequently the company continue to usurp larger market share hence keeps on eliminating these firms that cannot compete effectively with them from the market due to poor packaging programmes.

1.2  OBJECTIVE OF THE STUDY

Based on the problem discovered, it is the major objective of this study to determine the influence of packaging on consumer’s purchase behaviour with special reference to Paterson Zochonis industries.

In an attempt to actualize the broad objective, the following sub-objective evolved.

1. To determine whether poor packaging is the major cause of low demand of a product.
2. To know whether the success of PZ to great extent depends on its packaging programmes over consumer goods.
3. To know whether increase in profit potential of PZ depends on patronages of actual and potential buyers who were influenced by packaging.
4.   To determine whether Packaging actually Stimulate Consumer Purchase.
5. To know whether a customer can still be satisfied over a well manufactured product with a poor packaging.
6. And finally to know whether gaining larger market by PZ depends on its packaging programmes.

1.3    STATEMENT OF HYPOTHESIS

The hypotheses formulated here are based on the problems and objective of the study

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